E-commerce Text Ads | E-commerce Display Ads

You don't always need graphics or videos to get clicks on your ads. Words alone have the power to convince. With various tested strategies and tactics, you can compel viewers to click on your e-commerce text ads.

A common myth is that text ads sometimes generate clicks and conversions. But that is not true. Copywriters have been writing successful ads for ecommerce that are creative and compelling for ages. A lot of information has a better impact when conveyed through text rather than visuals. If used properly, text also contributes to better SEO.

Think of how books have been doing it for years. It begins with one sentence that hooks you in, and then you keep reading until it's complete. The words make you feel all kinds of emotions. And if you've read this blog this far, it's through the power of words.

Let's debunk this myth and dive into how you can increase the click-through rate of your e-commerce text ads.

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What are E-Commerce Text Ads?

E-commerce text ads are ads designed to promote a business's products or services through words only. They are a part of e-commerce advertising that helps boost brand image, generate leads, and encourage sales. The advertisers then need to pay for placements, impressions, and clicks on the ad.

What is Click-Through Rate?

A click-through rate, or CTR, is the number of clicks your ad has received compared to the number of times it is shown.

CTR= Number of Clicks/Number of Impressions*100

For example, if the number of clicks is 10 and impressions is 200, then your click-through rate is 5%.

It can be used to determine how well your keywords and ads have been performing. The higher the click-through rate, the better your ad is performing. A 'good' CTR varies from industry to ad format. However, a general benchmark for e-commerce text ads is 4-6%.

Ways to Increase Click-Through Rate on Your E-Commerce Text Ads

There are many ways to get clicks on your e-commerce PPC advertisements. Here, we'll explore what tactics to use to increase your CTR in text ads.

1- Know your audience

Writing an ad that gets clicks starts with knowing your audience. Try to get into their minds by asking yourself questions like-

What are their behaviors, and where do they come from?
What are their pain points and desires?
How can your product/service help solve it?
What point of the customer journey are they in?
What information will they need regarding your product/service?

This helps set the base for the audience that is already interested in what you offer and will want to click.

2- Strategically Utilize Keywords and SEO

Now that you know your audience, you know what they are probably typing in to get answers to their problems. Consider how a dog parent will search for terms like 'Dog grooming services near me' or 'Best dog food brands.' These phrases act as keywords that improve the ranking and quality of your e-commerce text ads.

It's always a good tactic to add dynamic and relevant keywords in your ad headline, description, and display URL. You can also use negative keywords to get more specific and show your online ads only to an audience that matters.

3- Get Creative With Your Ads

Creative e-commerce ads get more clicks than generic ones. Think of how a catchy headline has made you want to check out an ad. Creativity stands out in the sea of brands selling the same thing, using the same words repeatedly- giving you a competitive edge. Let's explore the numerous ways for you to get creative with your e-commerce text ads.

Tap into Emotions

The ads you have been seeing for ages, whether on TV or your phone, have one thing in common. They stimulate your emotions by making the advertisement something you can connect with. You can do this by telling a story that resonates with your audience and encouraging them to click on your ad.

Happiness, sadness, humor, compassion, fear, music—many emotions will get your e-commerce text ad clicked.

Highlight your USP

Your unique selling proposition or USP differs you from other brands in the market (and makes you look better!). They're a quick way to get clicks and conversions in e-commerce advertising networks, and you won't go unnoticed.

Give the Benefits

Benefits or features- there's a whole debate. To keep it simple, think of it this way: features are what your business delivers, and benefits are what your customers receive. And since we're making ads for potential customers, we will focus on the benefits.

'Gel ink'- is a feature.

'Gel ink that makes your handwriting smoother and write faster' - is a benefit.

Use Power Words

Power words are words or phrases that capture a reader's attention and trigger excitement or curiosity.

Consider these two sentences- 'The Secret Guide to Making the Most Out of Your Road Trip' and 'How to enjoy your trip.' The first sentence sounds more catchy and makes you want to know what this secret guide is. The second can be considered generic and will invite fewer clicks than the first one.

This is the power of power words. They make your sentences sound better without complicating them.

Add Testimonial Quotes

Testimonials or social proof give your brand credibility and trust. Look at all your testimonials and pick out one line that effectively delivers positive feedback about your business.

4- Include CTAs

You have shown the viewer what you have to offer, and they're interested. What now?

You need to guide them into the next steps through gripping call-to-actions (CTAs). Use your imagination and go into the specifics with your CTAs.

Turn your 'Sign up now' to 'Sign up and stay updated with the latest stock market news.'

5- Add Ad Extensions

Ad extensions are the extra pieces you add to your e-commerce text ads to make them look credible and provide more information. You also have the option to take up more ad space and show all the necessary elements to attract a bigger audience.

Here are some of the best ones you should definitely be using-

Site links- You can add links to different web pages, letting the audience decide where they want to go.
Call extensions- Adding your phone number can save the viewers from a long customer journey. Let them know you're just a phone call away!
Structured Snippets- These allow you to highlight the services you provide, letting your customers know who you are before they even click.
Lead form extensions- This allows you to include forms directly in your ads and collect information from potential customers.

Ad extensions give your e-commerce text ads structure and flesh, making them look more clickable. The best part is- they're free to use!

6- Include Special Offers

If you're looking to entice viewers to your ad, mentioning special offers and discounts could be a good tactic. Not only does it attract clicks to your e-commerce text ad, but it also boosts your sales.

Free samples, first-purchase promo codes, and limited-time deals work great in getting first-time buyers to click on your ad.

7- Work on the Positioning

The positioning of your e-commerce text ads matters the most when it involves increasing your click-through rate. Here are the best placements to aim for your ads-

Above the fold: Ads at the top of the webpage are more likely to be seen and considered.
Top of the SERP- Search engine results page (SERP) showcases the ads depending on their quality score. Try to write compelling ads and make competitive bids to get them at the top of the SERP.
In the Sidebar- E-commerce ads tend to stand out more when placed on the sidebar of the webpages, and visible throughout the user's browsing.
Within Content- Integrating ads within the website's content can significantly improve the chances of being clicked when the reader comes across it.

8- A/B Test Your Ads

Crafting ads based on solid research and intuition is where it all begins. The next step is to check if they're bringing in the results. If they're not, then it's time to switch things up instead of wasting resources on them. With A/B testing, you change one variable in different variations of the same ad and see which one works the best.

You can test your ads with variations of headlines, descriptions, keywords, URL paths, ad extensions, and call-to-actions. The ones with the highest CTR can then be strategically combined to create an optimized ad.

9- Bid Higher

The last resort is to bid higher. If you've exhausted all your options without seeing any improvement in your CTR, then it might be that your competitor is bidding way higher for the same ad space. Increasing the bids on your e-commerce ads can move them to a better position- resulting in an increased click-through rate.

Conclusion

Was the myth about text ads not having the potential to get clicks debunked? Try it out in your next e-commerce PPC advertisements!

Increasing the CTR of your e-commerce is crucial for maximizing the effectiveness of advertising campaigns. When used right, words work just as powerfully as visuals. Ultimately, an ad that gets clicks is a result of relevant keywords, correct positioning, creative ad copy, and strategic bids. Constantly experimenting will get you to know what's working and what isn't.

Frequently Asked Questions (FAQs)

Why is CTR so important?

Ans: A higher CTR is important to ensure that your e-commerce advertising solutions work and effectively attract the audience's attention.

What role does ad copy play in increasing CTR?

Ans: Ad copies directly influence your CTR by using emotional triggers, compelling headlines, and strong call-to-actions.

How can A/B testing improve CTR?

Ans: A/B testing lets you compare variations of your ads and identify the elements that work best. You can then optimize your ad accordingly.

Can targeting options improve CTR?

Ans: Yes! Get to know your audience and their demographics and psychographics to target them with your ads strategically.

What common mistakes to avoid to maintain a high CTR?

Ans: Avoid poor ad copy, irrelevant keywords, generic targeting, and not testing with different elements. Ensure that your ad is not clickbait-y and looks credible.